Swot Analysis Of Ceylon Leather Company

818 Words 4 Pages
Table of content

Executive summary 2
1. Introduction 3
Ceylon Leather Products PLC Group Structure 5
2. Existing position of the company 6
3. SWOT Analysis 7
3.1 Strengths 10
3.2 Weaknesses 10
 Focusing on few clients 10
3.3 Opportunities 11
3.4 Threats 11
4. Marketing Objectives 12
5. Strategic Marketing plan 13
5.1 Market research 13
5.2 Marketing Mix 14
5.2.1 Product 14
5.2.2 Place 14
5.2.3 Promotion 14
5.2.4 Price 14
5.2.5 Process 14
5.2.5 People 14
5.2.6 Physical Environment 15
5.3 Developing a Marketing Strategy 15
5.3.1 STP Analysis 15
5.3.2 Current situation of the product 17
5.3.3 Implementation 17
5.3.4 Key issues with related to marketing DI products. 19
6. Marketing Budget 20
6.1 Marketing expenses plan 21
6.2 Activity Plan 22
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Introduction

Ceylon leather products PLC was Incorporated in 1939 by the British government.
In 1990 the Ceylon leather products PLC converted into a public company and later it was listed in Colombo stock Exchange.
Currently the Company has a market capitalization of 6 Bn being listed under foot-ware and clothing category of Colombo stock exchange.

The Company”s main activities include manufacturing and marketing leather,leather foot ware products.
The company operates with 05 subsidiaries and following are the principal activities of each subsidiaries.

Subsidiary Ownership Principal Activity
Ceylon leather products distributors (Pvt) Ltd 100% Marketing Subsidiary of the parent company
South Asia Textile Industries (Pvt) Ltd 80.39% Manufacturing and marketing knitted fabrics
Palla and company (Pvt) Ltd 60% Production of shoes targeting export markets
Nedlanka (Ceylon) (Pvt) Ltd 7.14% Manufacturing leather gloves
Dankotuwa Porcelain PLC 8.13% Manufacturing Porcelain tableware

During the last period under review Ceylon leather products divested its stake in Nedlanka.

Vision

“To be the the undisputed leader in the real leather ,market and synonymous with real designs”
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The competitor analysis covers how the company will stand out from its competition and how to capture the market share within next two years.

Sri Lanka footwear industry

10 large export companies
30 medium scale companies
3000 small scale companies
The industry employs around 40,000 people directly and indirectly.

Size, Volume and Profits

During 2014-2015 year the total revenue of the industry stands at $110 million
Sri lanka’s total production capacity is to estimated in the range of 20- 30 million pairs annually.
However the supply capacity of rubber thongs is in the range of 25-30 million pairs per year which is excluded fro the above figure.

In general terms producing footwear is a high labor intensive work.however according to statistical data the footwear industry is a major contributor for the economy and significance potential.
According to Export Development Board (EDB) there is a 40-50% value addition the industry.
Basically western province of Sri Lanka provide location for most of big players while (Small Medium Enterprises) SME’s are scattered in and around the country.

Market share of footwear industry by

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